Centrale Park is a (multi-family) development in Virginia. The interesting thing is that it wasn’t built yet… not even close. So, Jay Loucks to the rescue. Jay is a great designer and illustrator. He knocked out the several chalk pastel illustrations, all capturing a more gentile time. This brochure also featured the illustrations on a cast-coated (slick) white paper, the text was printed on a butterscotch soft uncoated paper. The normal thinking, would be to do the inverse, but that is where the surprise came from.
Doing something the expected way wouldn’t have stopped people long enough to capture their attention.